29 August 2013 | Team Tamar

TouchScore™ – how can you quantify and measure complex brand-consumer relationships? | Baby

We hope that you’ve been enjoying our insightful TouchScore™ series. Surely by now, you can agree that this tool is a highly effective way of taking a holistic, quantifiable view on a brand’s performance in the social media space?

Just to recap, we have already covered the first three ‘touch’ components of TouchScore™ – visibility, involvement and participation. We have even shown you just some examples of popular brands within different industries (beverages, outdoors and sports nutrition), and their overall TouchScore™ results. We all know that there are many different metrics involved when measuring a brand’s social media performance, however, in spite of this, thanks to TouchScore™ , we are able to combine all of their components into one standardised score that reflects all of them at the same time.

2013 has been quite a big year for babies, especially with the birth of the Royal Baby last month. We therefore decided to take a look at four major baby retailers in this final TouchScore™ week. So, how well did Kiddicare, Mothercare, Mamas & Papas and Babies R Us score?

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The ‘Advocacy’ touch component considers the degree to which the brand is positively or negatively recommended and whether this is positive or negative in nature. Message boards, forums and rating sites are popular avenues for consumers to air their feelings and opinions about brands. A brand that has successfully engaged with consumers via social networks can usually count on fans to positively promote the brand on these independent platforms. The advocacy score takes a look at a brand’s sentiment on major message boards, forums and ratings sites.

So how can you encourage your social communities to become natural ambassadors for your brand? Here are a few tips to take on board:

  • Create content that is engaging, speak directly to your customers on social channels
  • Reward customers who take the time and effort to leave reviews about your brand
  • Prioritise your brand’s online customer service
  • Activate your brand’s Facebook Page wall to allow customers to post and upload feedback

When it comes to advocacy, as you can see from the spidergram above, Kiddicare are leading the pack with the highest score of 62. Mamas and Papas are not too far behind, however Babies R Us have some catching up to do.

If you’d like more information about what TouchScore (or Tamar) could do for your brand, we would love to hear from you!

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Team Tamar